Navitas Community Ambassador Program

Navitas Skilled Futures aimed to increase visibility and community engagement with its Adult Migrant English Program (AMEP) across Western Sydney, where community competition and lack of awareness about free government-funded education options posed a challenge.

CulturalPulse was engaged to help strengthen community trust and drive awareness through meaningful in-culture connections with three target communities: the Chinese community in Liverpool, the Lebanese (Arabic-speaking) community in Bankstown, and the Cambodian (Khmer) community in Cabramatta.

The Approach

CulturalPulse designed and delivered a grassroots engagement program centred on the activation of trusted community ambassadors within each of the three communities.

• Each ambassador was carefully selected for their credibility, cultural alignment, and existing influence within their local networks.
• The ambassadors included Heidi Han (Chinese community), Nadia Bouchti (Arabic-speaking Lebanese community), and Srey Kang (Cambodian community) and led community and online outreach over a six-week period.

The Outcome

• 3 respected community ambassadors activated across Liverpool, Bankstown, and Cabramatta for 6 weeks.
• Over 520,000 potential touchpoints in online and social media reach from community ambassadors.
• Campaign activity aligned to real community needs and lived experience, enhancing the credibility and cut-through of AMEP messaging.